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Mattias Forsberg, Systembolaget, CIO of the Year 2013
Stockholm, 2014-02-05
• Short introduction
• Omni-channel in Retail – How to reach the seamless customer experience?
• Leadership – The most important skill for the future CIO?
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Agenda
Vice President IT, Systembolaget
• Responsible for all IT operations and development within Systembolaget
• Responsible for the Strategic Project Portfolio at Systembolaget (yearly 20-25 strategic projects).
Introduction
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MATTIAS FORSBERG Born 1972 Interests: Family, Sports (cross-country skiing, alpine skiing, triathlon, tennis, floor ball) Experience:
• 2011 – : Vice President IT, Systembolaget • 2008-2011: Vice President IT, B&B TOOLS • - 2008: +10 years as Management/IT
Strategy Consultant
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The role of Systembolaget: There will be fewer alcohol-related problems if alcohol is sold without aiming to generate a profit
SYSTEMBOLAGET OPERATIONS • >120 million annual customer visits
• 426 stores
• >500 agents in small towns/ rural areas
• 5,032 employees
• Turnover SEK 25.7 billion SEK
• 530 active suppliers
• Over 13,650 items in range
The downsides of alcohol
1. Challenges for the mandate • Alcohol advertising • E-commerce
3. The (absence of) debate about public
health and alcohol issues
5. The development within retail • Omni-channel (integrated channels) • Increased customer expectations
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Strategic challenges ahead
Source: SIFO 2013
• Short introduction
• Omni-channel in Retail – How to reach the seamless customer experience?
• Leadership – The most important skill for the future CIO?
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Agenda
The development of integrated digital channels challenges retailers
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Increased usage of digital channels
Increased expectations on digital channels
Customers expects integrated channels
• 89 % of the Swedish population has Internet access • Systembolaget had 28 mil. digital customer visits 2012 - an
increase with 164% from 2011 • >50% of visitors mobile by 2013 • Increased usage of social channels for interaction
• Information needs to be easily available, indifferent of platform or device
• Expectations of personalization also on-line • Access to the whole assortment on-line
• Customers uses the mobile also at store visits • 90% of the customers searches for information on-line before
a purchase (indifferent of purchase on-line or in store) • Ability to choose delivery point (store, home, agent)
Source: Systembolaget
Primary customer segments are mobile and digitally experienced
Average all customer segments
Kunniga Karlberg PRIMARY 41+ (female 58% male 42%)
Grabbige Gustav SECONDARY 31-40 years (male 79% female 21%)
Party Pia/Fest Filip SECONDARY 18-30 years (male 52% female 48%)
% of all customers 13% 11% 13%
Internet usage (daily) 96,2% 97,2% 96%
Sb.se from mobile 16% 44% 52% 41%
Downloaded mobile app 17% 28% 32% 19%
Ordered at sb.se 27% 50% 32% 21%
Facebook (daily) 50% 47% 51% 61%
Twitter etc. (daily) 14% 12% 17% 20%
Source: Systembolaget customer segmentation 2012/2013
Prioritized customer segments for communication and dialogue
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13% 11% 13% % of customers %
The e-commerce with alcohol until 2017 will have a modest growth rate but the potential long-term is high
9 Source: HUI “Försäljning av alkohol på nätet” 2013. Systembolaget calculations. Includes current ordering to be picked-up at shop or at agent.
E-commerce with alcohol (% of total sales)
0
5
10
15
20
25
30
2013 2017 2022
High
Medium
Scenarios of growth rate
4-7%
10-28%
3%
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Digital channels currently scores below other channels and needs to be improved
Customer Satisfaction Index (NKI) per channel
Source: NKI survey, CFI group, 2013
Understand your customer needs. Build for the future
Understand each channels position
Don’t take short-cuts regarding architecture
Key steps towards a seamless customer experience
• Customers “real” usage of channels • Plan for mobile first
• Digital channels primarily for information • Limited growth of e-commerce , but long-term high potential • Catch self-service opportunities
• Build with integrated channels in focus (information, processes, application, infrastructure)
• Defined and accepted architectural model • Actively work with application lifecycle management/
technical debt
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Systembolaget guiding principles, examples
• On-line, real time (almost) store stock levels in all channels • Integrated information, processes , systems and organization
Significant improvements of the digital channels
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Improved on-line channel
• Increased product and store information • Improved ordering possibilities • Personalization and product guidance (“Vad passar till”) • Mobile/responsive design (in development)
Enhanced on-line offering/services
Integrated channels
• The whole assortment available on-line, inclusive Local Products • Search & find (Smart Phone App) • New channels- Product guidance on Twitter (through sales personnel) • Home delivery (pilot) • On-line ordering for pick-up at agent (under evaluation)
Example digital development 2013-2015
• Short introduction
• Omni-channel in Retail – How to reach the seamless customer experience?
• Leadership – The most important skill for the future CIO?
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Agenda
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The Systembolaget IT Transformation 2011-2013
CIO of the Year 2013
IT Service Desk of the Year 2013
• IT without clear leadership
• Instable IT operations
• Projects without clear ownership (over budget, poor quality)
The situation 2011 • Clear leadership • Common goals • Individual targets and
performance metrics • Continuous
improvements
Situation • The world changes to a digital world with increased technological innovation, increased importance of IT
in business, consumerization of IT etc.
Challenge • To continue to be relevant in the future, the CIO needs to evolve from a specialist that 'run' IT towards
someone that ensures that the business achieves strategic value from the use of technology.
Solution • The key to address this challenge for the future CIO will be leadership. Strong leadership can be
supported by • Understand and describe how IT will create strategic value • Define and implement goals, structures and measurement systems • Implement a culture of continuous improvement • Engage with and implement through the whole IT echo-system (business-IT-suppliers)
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To only ’run’ IT is not enough anymore…
”Be the change you want to see in the world ” (Gandhi)
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…and the most important is YOU and how you act as a leader